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CIM Professional Postgraduate Diploma in Marketing

University of Northampton

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Course Description

Course Aims The Chartered Institute of Marketing (CIM)is the recognised professional body for marketing practitioners. Its professional qualifications are recognised within the UK, the European Union and other parts of the world. Northampton Business School is an Accredited Study Centre of the CIM. The Professional Postgraduate Diploma in Marketing is intended for the aspiring strategic marketer. It is a demanding, intellectually stretching, rigorous and applied strategic marketing qualification that puts marketing at the heart of business. It explores how marketing managers can control the operational levers that make a strategy effective. Special Course Features ? Accredited by the Chartered Institute of Marketing ? Intended for the aspiring strategic marketer Course Content The course consists of four units, the syllabus for which is specified by CIM. Module One The Analysis and Evaluation unit covers the first part of strategic marketing in a strategic and global context. It aims to provide students with the knowledge and skills required to undertake strategic analysis and evaluation of the organisation?s current situation as a foundation for making strategic marketing decisions. It sets strategic marketing in context as a key creator of stakeholder value and deals with strategic insights into the organisation, its customers and the challenges it faces. Module Two The Strategic Marketing Decisions unit covers the second part of strategic marketing in a global context by building on the skills and knowledge gained from the study of the Analysis and Evaluation unit. The focus of this unit is on the nature of competitive strategy in a global context. Its emphasis is on where and how the organisation competes and, in doing this, highlights the strategic marketing significance of brands, innovation, alliances and relationships and emarketing. An important theme running through the unit is the development of the capability to develop innovative solutions that enhance an organisation?s competitive position in its chosen markets. Module Three The Managing Marketing Performance unit covers the implementation of a customerfocused business strategy in a strategic and global context. It aims to provide students with the knowledge and skills required to contribute to the successful implementation of a customer-oriented and competitive strategy for the organisation. Its emphasis is on facilitating change in the organisation, ideally towards a stronger market orientation, managing and integrating the marketing function as part of the organisation?s response, and measurement. Module Four Marketing has to be firmly rooted in both theory and practice: practice informs theory and vice versa. The Strategic Marketing in Practice unit is designed to allow students to put strategic marketing into practice. As the final unit of the Professional Postgraduate Diploma, it not only builds on the knowledge and skills developed in all the preceding units, but also looks for an overall competence in marketing that encompasses all the various subject areas covered in the Professional Certificate and Professional Diploma. A key aim of this syllabus is to understand marketing as an activity, which is important in all contexts (e.g. profit, not-for-profit, societal and global). Typical Modules Include ? Analysis and Evaluation ? Managing Marketing Performance ? Strategic Marketing Decisions ? Strategic Marketing in Practice Career Opportunities As the professional body representing marketing managers who are in practice in a variety of organisations, CIM qualifications are intended to progress careers in marketing or related disciplines i.e. sales, advertising, market research, product and service development and commercial management.

Course Aims The Chartered Institute of Marketing (CIM)is the recognised professional body for marketing practitioners. Its professional qualifications are recognised within the UK, the European Union and other parts of the world. Northampton Business School is an Accredited Study Centre of the CIM. The Professional Postgraduate Diploma in Marketing is intended for the aspiring strategic marketer....

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